IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-030-32714-9_10.html
   My bibliography  Save this book chapter

Competitive Marketing Strategy

In: Bending the Law of Unintended Consequences

Author

Listed:
  • Richard M. Adler

    (DecisionPath)

Abstract

This chapter illustrates how the test drive method supports critical decisions about competitive strategy. The example focuses on strategic marketing decisions in the pharmaceutical industry. Sections 10.1 and 10.2 explain the structure of the market for prescription drugs and how pharmaceutical companies market to this sector. Section 10.3 describes a test drive model for competitive drug marketing decisions, while Sect. 10.4 presents results from a test drive simulation and analysis for a realistic critical marketing decision. Section 10.5 explains why the decision test drive solution is superior to competing analytic approaches. A video is available that explains and demonstrates this test drive solution (Video 10.1).

Suggested Citation

  • Richard M. Adler, 2020. "Competitive Marketing Strategy," Springer Books, in: Bending the Law of Unintended Consequences, chapter 0, pages 153-171, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-32714-9_10
    DOI: 10.1007/978-3-030-32714-9_10
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-030-32714-9_10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.